QP-Account Executive - National Qualification Register

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Contents 1. Introduction and Contacts..…………………P.1

2. Qualifications Pack……….………………….… P.2

3. OS Units……………………..…….………………..P.2

4. Glossary of Key Terms …………………………P.3

5. Annexure: Nomenclature for QP & OS….P.5

technology consul t ing

What are Occupational Standards(OS)? OS describe what

individuals need to do, know and understand in order to carry out a particular job role or function

OS are

performance standards that individuals must achieve when carrying out functions in the workplace, together with specifications of the underpinning knowledge and understanding

Contact Us:

Media & Entertainment

Skills Council E-mail: [email protected]

Qualifications Pack- Account Executive (Advertising

Agency)

SECTOR: INFORMATION TECHNOLOGY- INFORMATION TECHNOLOGY ENABLED SERVICES

(IT-ITES)ces Helpdesk Attendant

SECTOR: MEDIA AND ENTERTAINMENT

SUB-SECTOR: Advertising

OCCUPATION: Ad Sales / Account Management/ Scheduling/ Traffic

REFERENCE ID: MES/ Q 0208

ALIGNED TO: NCO-2004/Nil

Account Executive (Advertising Agency) in the Media & Entertainment

Industry is also known as a Client Service Executive

Brief Job Description: Individuals at this job are responsible for managing

preparation of clients’ advertisement end-products

Personal Attributes: This job requires the individual to understand advertising requirements from the client and coordinate with the creative teams within the agency to have them executed. The individual may also be required to liaise with external vendors for production of advertisements, in which case they would be required to negotiate an agreeable fee on behalf of the client. The individual is required to present final work products to clients and obtain their approval.

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Introduction

QUALIFICATIONS PACK - OCCUPATIONAL STANDARDS FOR MEDIA AND ENTERTAINMENT INDUSTRY

Qualifications Pack For Account Executive (Advertising Agency)

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Qualifications Pack Code MES/ Q 0208

Job Role Account Executive (Advertising Agency)

This job role is applicable in both national and international scenarios

Credits(NSQF) TBD Version number 1.0

Sector Media and Entertainment

Drafted on 09/11/14

Sub-sector Advertising Last reviewed on 21/11/14

Occupation Ad Sales / Account Management/ Scheduling/ Traffic

Next review date 20/11/16

Job Role Account Executive (Advertising Agency)

Role Description Manage preparation of clients’ advertising end-products

NSQF level

Minimum Educational Qualifications

Maximum Educational Qualifications

5

Graduate

Post Graduate

Training (Suggested but not mandatory)

Account management, Advertising

Experience 3-5 years

Applicable National Occupational

Standards (NOS)

Compulsory:

1. MES N / 0213 (Understanding the requirements and creative goals of the client)

2. MES N / 0215 (Coordinating with creative teams as well as external vendors)

3. MES N / 0216 (Prepare MIS reports)

4. MES N / 0218 (Maintain workplace health and safety) Optional: N.A.

Performance Criteria As described in the relevant OS units

Job

Det

ails


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Keywords /Terms Description

Ad views Total number of times the advertisement has been seen by the audience

Barter An offer in which advertisement space/time is exchanged for goods/ non-monetary consideration

Billing The total invoiced value payable by the client for the advertisement time/space purchased

Budget Budget is an estimate of the total cost of production that may include a break-up of cost components

Campaign Advertisement effort across media platforms, planned during a specific time period

Day parts Specific time-slots during the day

Effective rate The final advertisement rate offered to the client after discounts

Frequency The number of times the audience is exposed to an advertisement in a particular medium

Make-good A repeat run of an advertisement to compensate for an error or omission by the broadcaster

Market share The share of the company in the total market of a product/service

Media buyer An individual handling purchases of advertising space/time across advertising mediums

Media planner An individual skilled in selecting and determining the correct use of advertising space/media on behalf of an advertiser

Rate The fee for a unit of advertisement space or time

Reach The total size of the audience that the medium is able to communicate with

Sales Forecast Predictions and estimates based on historical sales performance using trends and assumptions for the current period

Schedule A list of advertisements planned to be a part of the campaign

Sponsorship Paid advertising in the form of specifically generated programming/content advertising for the product/service of the client

Target Audience Set of individuals with similar characteristics that are prospective customers of the advertisers' product/service

Target Market The geographic area over which the advertising campaign is focused

Sector Sector is a conglomeration of different business operations having similar businesses and interests. It may also be defined as a distinct subset of the economy whose components share similar characteristics and interests.

Sub-sector Sub-sector is derived from a further breakdown based on the characteristics and interests of its components.

Vertical Vertical may exist within a sub-sector representing different domain areas or the client industries served by the industry.

Occupation Occupation is a set of job roles, which perform similar/related set of functions in an industry

Function Function is an activity necessary for achieving the key purpose of the sector, occupation, or area of work, which can be carried out by a person or a group of persons. Functions are identified through functional analysis and form the basis of OS.

Sub-functions Sub-functions are sub-activities essential to fulfill the achieving the objectives of the function.

Job role Job role defines a unique set of functions that together form a unique

Def

init

ion

s


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employment opportunity in an organization.

Occupational Standards (OS)

OS specify the standards of performance an individual must achieve when carrying out a function in the workplace, together with the knowledge and understanding they need to meet that standard consistently. Occupational Standards are applicable both in the Indian and global contexts.

Performance Criteria Performance Criteria are statements that together specify the standard of performance required when carrying out a task

National Occupational Standards (NOS)

NOS are Occupational Standards which apply uniquely in the Indian context.

Qualifications Pack Code

Qualifications Pack Code is a unique reference code that identifies a qualifications pack.

Qualifications Pack(QP) Qualifications Pack comprises the set of OS, together with the educational, training and other criteria required to perform a job role. A Qualifications Pack is assigned a unique qualification pack code.

Unit Code Unit Code is a unique identifier for an Occupational Standard, which is denoted by an ‘N’.

Unit Title Unit Title gives a clear overall statement about what the incumbent should be able to do.

Description Description gives a short summary of the unit content. This would be helpful to anyone searching on a database to verify that this is the appropriate OS they are looking for.

Scope Scope is the set of statements specifying the range of variables that an individual may have to deal with in carrying out the function which have a critical impact on the quality of performance required.

Knowledge and Understanding

Knowledge and Understanding are statements which together specify the technical, generic, professional and organizational specific knowledge

that an individual needs in order to perform to the required standard.

Organizational Context Organizational Context includes the way the organization is structured and how it operates, including the extent of operative knowledge managers have of their relevant areas of responsibility.

Technical Knowledge Technical Knowledge is the specific knowledge needed to accomplish specific designated responsibilities.

Core Skills/Generic Skills

Core Skills or Generic Skills are a group of skills that are key to learning and working in today's world. These skills are typically needed in any work environment. In the context of the OS, these include communication related skills that are applicable to most job roles.

Keywords /Terms Description

NOS National Occupational Standard(s)

QP Qualifications Pack

NSQF National Skill Qualifications Framework

NVEQF National Vocational Education Qualifications Framework

NVQF National Vocational Qualifications Framework

Acr

on

yms

MES/ N 0213 Understanding the requirements and creative goals of the client

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Overview

This unit is about understanding the advertising requirements and creative goals of the client

National Occupational

Standard


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Unit Code MES/ N 0213

Unit Title (Task)

Understanding the requirements and goals of clients

Description This OS unit is about understanding the advertising requirements and creative goals of the client

Scope This unit/task covers the following:

Understanding the advertisement requirements and creative goals of clients:

Across a range of media vehicles including Television, Print, Radio, Digital,

Out-Of-Home

Performance Criteria (PC) w.r.t. the Scope

Element

Performance Criteria

Understanding the advertisement requirements and creative goals of the client

To be competent, the user/individual on the job must be able to: PC1. Research and understand the creative brief received from the advertiser PC2. Arrage meetings/discussions with the client to foster dialogue and a clear

understanding of client requirements and creative goals, as required PC3. Interact and gather information effectively from the client to be able to

create successful advertising solutions, as required PC4. Coordinate with internal teams to analyze and agreen upon what work

products need to be created based on the client’s needs PC5. Respond positively to feedback and changes in creative requirements

Knowledge and Understanding (K)

A. Organizational Context

(Knowledge of the

company /

organization and

its processes)

The user/individual on the job needs to know and understand: KB1. The advertising process followed at the agency KB2. The client’s advertising budget, vision and objectives KB3. The client’s advertising plan and campaign

B. Technical Knowledge

The user/individual on the job needs to know and understand: KB1. Fundamentals of advertising and marketing KB2. How to effectively listen and understand client needs and objectives KB3. How to ask the right questions and gather information effectively KB4. How to discuss, flesh out and specify the objectives and creative vision of

the client, where appropriate KB5. How to present the idea/concept to the client and solicit their approval KB6. The production costs for a variety of advertisements across mediums, and

their fit with client needs KB7. Applicable legal and regulatory requirements

Skills (S) (Optional)

A. Core Skills/

Generic Skills

Writing Skills

The user/individual on the job needs to know and understand how to: SA1. Detail out the client’s requirements and objectives

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Reading Skills

The user/individual on the job needs to know and understand how to: SA2. Read the advertiser’s media plan and campaign details

Oral Communication (Listening and Speaking skills)

The user/individual on the job needs to know and understand how to: SA3. Liaise with the client and creative/ art & design teams and ensure that the

former’s needs are understood and well-executed by the latter

B. Professional Skills Plan and Organize

The user/individual on the job needs to know and understand how to: SB1. Ensure that the advertising end-products are prepared and presented in line

with pre-determined client requirements and creative goals

Problem Solving

The user/individual on the job needs to know and understand how to: SB2. Identify problems with the effective execution of the task and undertake

measures to overcome them


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NOS Version Control

NOS Code

MES / N 0213



Drafted on 09/11/14




MES/ N 0215 Coordinating with creative teams as well as external vendors Understanding advertising requirements

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Overview

This unit is about liaising between the client and the creative/ art & design departments to deliver the required advertising end-products


Standard


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Unit Title (Task)

Coordinating with creative teams and external vendors

Description This OS unit is about liaising between the client and the creative/ art & design departments to deliver the required advertising end-products


Liaising between the client and the creative/ art & design departments

Across a range of media vehicles including Television, Print, Radio, Digital,

Out-Of-Home


Element


Liaising between the client and the creative/ art & design departments

To be competent, the user/individual on the job must be able to: PC1. Understand the creative brief received from the advertiser and communicate

it comprehensively to the creative/ art & design team PC2. Oversee the conceptualization of ideas/concepts by the creative/ art & design

team to ensure that the brief is executed accurately PC3. Estimate agency fees to develop the advertisement PC4. Negotiate with third-party vendors developing the advertisement (if required) PC5. Obtain approval on the fee/ ideas/ concepts PC6. Oversee preparation of the advertisement to ensure that the advertisers

needs are met



(Knowledge of the

company /

organization and

its processes)

The user/individual on the job needs to know and understand: KA1. The advertising process followed at the agency KA2. The clients advertising budget, vision and objectives KA3. The client’s advertising plan and campaign KA4. The third-party vendors that a company deals with


The user/individual on the job needs to know and understand: KB1. Fundamentals of advertising and marketing KB2. How to prepare a brief for the creative/ art & design teams that clearly

specifies client objectives KB3. How to liaise and communicate effectively with the creative/ art & design

teams, outlining client goals and creative vision KB4. How to present the idea/concept to the client and solicit their approval KB5. The production costs for a variety of advertisements across mediums KB6. How to estimate the costs involved to prepare an advertisement across

media vehicles and coordinate the preparation of an invoice KB7. How to negotiate with third-party vendors KB8. Applicable legal and regulatory requirements

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A. Core Skills/

Generic Skills

Writing Skills

The user/individual on the job needs to know and understand how to: SA1. Prepare a brief for the creative/ art & design team that encapsulates the

client’s vision and expectations from the end-product SA2. Supervise/prepare a brief for the creative/ art & design team that

encapsulates the client’s vision and expectations from the end-product SA3. Prepare, or coordinate the preparation, of client and vendor billings and

invoices, as required

Reading Skills

The user/individual on the job needs to know and understand how to: SA4. Read the advertisers media plan and campaign details


The user/individual on the job needs to know and understand how to: SA5. Liaise with the client and creative/ art & design teams and ensure that the

former’s needs are understood and well-executed by the latter SA6. Discuss and finalise the fee to be charged for preparing an advertisement


The user/individual on the job needs to know and understand how to: SB1. Ensure that the advertising end-products are prepared and presented to the

client within the time-frame committed

Problem Solving

The user/individual on the job needs to know and understand how to: SB2. Identify problems with the effective execution of the task and undertake

measures to overcome them


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NOS Version Control

NOS Code

MES / N 0215



Drafted on 09/11/14




MES/ N 0216 Prepare MIS reports

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Overview

This unit is about using data from functional systems and processes to prepare MIS reports based on the individual’s job role


Standard


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Unit Title (Task)

Prepare MIS reports

Description This OS unit is about using data from functional systems and processes to prepare MIS reports based on the individual’s job role

Scope This unit/task covers:

Using data from functional systems and processes to draw insights for

reporting

Preparing MIS reports


Element


Using data from systems and processes to draw insights for reporting

To be competent, the user/individual on the job must be able to: PC1. Gather raw data from the various advertising systems used by the individual PC2. Interpret information by performing different analyses and draw suitable

insights PC3. Present information in an easy to understand format, that is acceptable to

the organisation PC4. Refresh information with latest data from time to time

Preparing MIS reports PC5. Understand the different types of reports expected by the management/ other internal functions

PC6. Prepare and present information in the defined format to meet requirements PC7. Respond positively to feedback and changes in requirements PC8. Continuously review the reports to identify key trends and other variances



(Knowledge of the

company /

organization and

its processes)

The user/individual on the job needs to know and understand: KA1. Organizational norms and policies relating to advertising KA2. Organizational policies for constructing MIS reports, including the reports’

format, readability, guidelines, the imperatives it must incorporate and the terms and conditions for serving different clients

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The user/individual on the job needs to know and understand: KB1. Forecasts, objectives, targets and key performance indicators for the activities

that are undertaken KB2. The problems and issues which may impact upon the achievement of

objectives, targets and key performance indicators KB3. The information needed to be able to carry out analyses KB4. How to realise the expected output from the MIS reports through the

information available KB5. How to interpret the information and draw suitable insights KB6. How to analyse information in different ways


A. Core Skills/

Generic Skills

Writing Skills

The user/individual on the job needs to know and understand how to: SA1. Organize and store documentation SA2. Access information available through internal processes/ systems to draw

insights SA3. Create and maintain advertising activity related databases

Reading Skills

The user/individual on the job needs to know and understand how to: SA4. Read and understand instructions, policies, procedures and norms regarding

MIS reportage


The user/individual on the job needs to know and understand how to: SA5. Liaise with relevant departments to understand reporting requirements


The user/individual on the job needs to know and understand how to: SB1. Organise and interpret data in a detailed, organized manner, ensuring that no

potential issues are overlooked


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NOS Version Control

NOS Code

MES / N 0216



Drafted on 09/11/14




MES/ N 0218 Maintain workplace health and safety

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Overview

This unit is about contributing towards maintaining a healthy, safe and secure working environment


Standard


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Unit Title (Task)

Maintain workplace health and safety

Description This OS unit is about contributing towards maintaining a healthy, safe and secure working environment


Understanding the health, safety and security risks prevalent in the

workplace

Knowing the people responsible for health and safety and the resources

available

Identifying and reporting risks

Complying with procedures in the event of an emergency


Element


Understanding the health, safety and security risks prevalent in the workplace

To be competent, the user/individual on the job must be able to: PC1. Understand and comply with the organization’s current health, safety and

security policies and procedures PC2. Understand the safe working practices pertaining to own occupation PC3. Understand the government norms and policies relating to health and safety

including emergency procedures for illness, accidents, fires or others which may involve evacuation of the premises

PC4. Participate in organization health and safety knowledge sessions and drills

Knowing the people responsible for health and safety and the resources available

PC5. Identify the people responsible for health and safety in the workplace, including those to contact in case of an emergency

PC6. Identify security signals e.g. fire alarms and places such as staircases, fire warden stations, first aid and medical rooms

Identifying and reporting risks

PC7. Identify aspects of your workplace that could cause potential risk to own and others health and safety

PC8. Ensure own personal health and safety, and that of others in the workplace though precautionary measures

PC9. Identify and recommend opportunities for improving health, safety, and security to the designated person

PC10. Report any hazards outside the individual’s authority to the relevant person in line with organizational procedures and warn other people who may be affected

Complying with procedures in the event of an emergency

PC11. Follow organization’s emergency procedures for accidents, fires or any other natural calamity in case of a hazard

PC12. Identify and correct risks like illness, accidents, fires or any other natural calamity safely and within the limits of individual’s authority



(Knowledge of the

The user/individual on the job needs to know and understand: KA1. Organization’s norms and policies relating to health and safety KA2. Government norms and policies regarding health and safety and related

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company /

organization and

its processes)

emergency procedures KA3. Limits of authority while dealing with risks/ hazards KA4. The importance of maintaining high standards of health and safety at a

workplace


The user/individual on the job needs to know and understand: KB1. The different types of health and safety hazards in a workplace KB2. Safe working practices for own job role KB3. Evacuation procedures and other arrangements for handling risks KB4. Names and contact numbers of people responsible for health and safety in a

workplace KB5. How to summon medical assistance and the emergency services, where

necessary KB6. Vendors’ or manufacturers’ instructions for maintaining health and safety

while using equipment, systems and/or machines


A. Core Skills/

Generic Skills

Writing Skills

The user/individual on the job needs to know and understand how to: SA1. How to write and provide feedback regarding health and safety to the

concerned people SA2. How to write and highlight potential risks or report a hazard to the concerned

people

Reading Skills

The user/individual on the job needs to know and understand how to: SA3. Read instructions, policies, procedures and norms relating to health and

safety


The user/individual on the job needs to know and understand how to: SA4. Highlight potential risks and report hazards to the designated people SA5. Listen and communicate information with all anyone concerned or affected

B. Professional Skills Decision making

The user/individual on the job needs to know and understand how to: SB1. Make decisions on a suitable course of action or plan

Plan and Organize

The user/individual on the job needs to know and understand how to: SB2. Plan and organize people and resources to deal with risks/ hazards that lie

within the scope of one’s individual authority

Problem Solving

The user/individual on the job needs to know and understand how to: SB3. Apply problem solving approaches in different situations

Critical Thinking

The user/individual on the job needs to know and understand how to: SB4. Understand hazards that fall within the scope of individual authority and

report all hazards that may supersede one’s authority SB5. Apply balanced judgments in different situations


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NOS Version Control

NOS Code

MES / N 0218



Drafted on 09/11/14

Sub-sector Television, Print, Radio, Digital, Out-of-home

Last reviewed on 21/11/14




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Annexure

Nomenclature for QP and NOS

Qualifications Pack

MES/ Q 0101

Occupational Standard An example of NOS with ‘N’

MES / N 0101

Q denoting Qualifications Pack Occupation (2 numbers)

QP number (2 numbers)

9 characters

N denoting National Occupational Standard Occupation (2 numbers)

OS number (2 numbers)

9 characters

Back to top…

MES denotes the Media and Entertainment Sector

MES denotes the Media and Entertainment Sector


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The following acronyms/codes have been used in the nomenclature above:

Sub-sector Range of Occupation numbers

… …

Sequence Description Example

Three letters Media and Entertainment MES

Slash / /

Next letter Whether QP or NOS Q

Next two numbers Ad Sales / Account Management/

Scheduling/ Traffic

02

Next two numbers Account Executive (Advertising

Agency)

08

Documents

QP-Account Executive - National Qualification Register